Research Design

The PolyU Tourist Satisfaction Index Survey is conducted annually to better reflect the potential fluctuations of tourist satisfaction at both micro and macro levels. A two-stage sampling approach was adopted for data collection. In the first stage, the survey locations (strata) for interviews were determined. In line with the Tourism Commission’s recommendation, the following locations were selected to conduct the survey. These locations are (i) Hong Kong International Airport, (ii) ferry terminals, (iii) hotels and (iv) popular tourist sites.

The second stage is to use a quota sampling method to interview inbound tourists. The number of interviewed tourists from a particular region was monitored by the interviewers in the survey. Based on the latest publicly released geographic distribution of the visitors, the sample size for a particular sector for each source market is set to be 100 to secure a statistically sufficient sample size for each origin of visitors. Each interviewee assessed the performance of two sectors that they had encountered during their stay in Hong Kong.